From Brief to Launch in 90 Days: Bringing Buzz to Market

In 2019, Trading Central had a large launch ahead of them: Their first for both TC Labs and the analytical diversification initiative that'd stretch the next 5 years. As the first AI product, TC Market Buzz needed to stand out.

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Released 2019

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Chicago, Il

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tradingcentral.com/buzz

Background

TC Market Buzz marked Trading Central's first AI-powered, sentiment-driven product — a significant departure from the technical analysis tools the company had built its reputation on for two decades. The product was designed to appeal to a broader investor base while creating new upsell opportunity within the existing client portfolio.

Challenge

Trading Central's brand was deeply associated with technical analysis. Launching a fundamentally different product category meant signaling organizational change clearly enough that the market understood this wasn't an incremental feature — it was a new capability entirely. The risk was that prospects and existing clients alike would view Market Buzz through the lens of TC's existing tools, missing what made it genuinely different.

I led the team on

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Digital Marketing Plan

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Brand Identity

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Website Design/Build

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Sponsorship packaging

Build a brand and go-to-market motion that could appeal to a new, broader investor segment while creating clear upsell pathways for existing clients — all while establishing immediate visual and experiential distance from TC's legacy technical analysis identity.